PROMOTING THE GROWTH AND DEVELOPMENT OF THE SPORT OF TENNIS
The USTA sought to reposition the game of tennis consistent with its mission of “promoting the growth and development of tennis” in the United States. As a sport, tennis had taken a back seat to other professional sports. Research exposed tennis had lost relevance over the past decade, carrying a stigma as a “country club sport.”
Ultimately the objective of this effort was to create a “cooler,” more contemporary image and brand mark for the sport and governing body—one which would make people reconsider their perspectives about tennis and highlight the physical benefits tennis provides.
In developing ideas for this assignment it was important to expose the game’s most appealing and relevant aspects to the broadest possible audience in an honest, authentic, and compelling manner to inspire them to get out and play.
Coinciding with the branding campaign, the USTA also initiated the first branding effort for the U.S. Davis Cup, to more strikingly celebrate the team’s unique attributes and provide greater on-site excitement and sponsorship value.
ClientUnited States Tennis AssociationYear2001-2004